The German premium carmaker is set to promote the all-new generation BMW 5 Series in its electric variant, the first-ever BMW i5. In a star-studded commercial titled “Talkin’ Like Walken,” Oscar winner Cristopher Walken takes the wheel of the zero-emission sedan. Joining him in the ad are actress Ashely Park and Grammy award-winning superstar Usher, who will also be performing at the Super Bowl Half-Time Show.
The commercial follows Walken throughout a typical day as he encounters a stream of imitators. From his hotel valet to his drive-through barista, everyone tries to mimic his iconic voice. Walken expresses surprise and frustration at the attempts. However, he says he enjoyed working with BMW, while Usher describes it as an “honor of a lifetime” and a “cool experience.”
BMW’s campaign for this year’s Big Game was created by the US agency Goodby Silverstein & Partners (GS&P), with director Bryan Buckley at the helm. Buckley, a two-time Academy Award nominee, is known for his extensive experience with Super Bowl advertising. Cinematographer Hoyte van Hoytema, known for his work on films like “Oppenheimer” and “Interstellar,” was also part of the BMW team.
Leading up to the commercial’s release, BMW unveiled two teasers. The first featured Walken on the phone with his agent, questioning the purpose of a teaser. The second teaser, released last week, showed Walken driving the BMW i5 through the streets of a seemingly deserted Los Angeles, with a surprise appearance by Usher.
During the Super Bowl LVIII, BMW will air a 60-second commercial in the first quarter at a cost of $14 million. With A-list celebrities, a humorous script, and an iconic car, BMW hopes to captivate viewers. The advertisement aims to showcase the uniqueness of the original amidst a sea of impersonators.
In addition to the Super Bowl spot, BMW will run the i5 campaign on various social media platforms, including Facebook, Instagram, TikTok, and YouTube. The campaign will be accompanied by the hashtag #TalkinlikeWalken. Viewers can catch the commercial on February 11, during the NFL final.
